Building your social media marketing strategy

Before you create your social media marketing strategy you need to set your goals. With social media strategies, you need to realise that it’s a marathon, not a sprint and by setting small goals first, so you get more accurate data from them. For example, increasing your brand awareness is a good goal to start with.

Increasing your brand awareness is good to create authentic and lasting brand awareness. However, you will have to avoid publishing promotional messages. Instead, show some personality within your posts and publish content that your clients are actually interested with.

Getting a higher quality of sales is another target you could have. Going through your social media platforms can be difficult without checking or listening to keywords, phrases or hashtags. But the more efficient you are with your social media targeting you are the better. You will start to reach the right core audience much quicker.

Knowing who your audience is

When making a strategy you need to know who you are targeting. Researching your audience is key to a successful marketing strategy because you might not be making the right content for your audience which will lose their interest in your brand and company. You need to know what gender you are targeting, cultural background, and age. You can make a more detailed target audience research, but these are just three key ones.

Then you will have to what social media platforms your audience uses so you then know what you should concentrate more on when it comes to making your content.

Establishing metrics

Whatever your product or service is your marketing strategy should be driven by your data. You might be getting a lotto of engagement on your posts, but they are at no use if you can’t do anything with them.

The metrics you need to check are:

  • Reach. Reach is the number of users and unique users saw your post. This will show how far your social media post is reaching peoples feeds.
  • Clicks. This is the number of clicks that have been made on your posts, company name or logo. Link clicks are important toward understanding how users move through your marketing funnel. Tracking clicks per campaign is essential to understand what drives curiosity or encourages people to buy and shows to you what posts work best for your company.
  • Engagement. This is the number of people that have actually interacted with your post. For engagement it is all about how many people interacted with your post and is it in good ratio with your reach.
  • Hashtag performance. Hashtags will help your brand to get more reach, but you need to think about what hashtags that will be beneficial to your brand. Then you can look at the hashtags that get you the most engagement.

What are your competitors doing?

Researching into what your competitors are doing is really important. It gives you an idea of what they are doing that works well and what doesn’t work well. Don’t copy what your competitors are doing. You want to see what their marketing strategies are and work from them then adapt their ideas for your own campaign.

Create engaging content

You should have a rough idea on what you are going to publish based on your goal and brand identity. You should also have a strong idea of what platforms you are going to target.

What you should keep in mind is posting different types of content. For example, a video. Social video content is one of the most viewed and shared forms of content. Facebook and Instagram are two main platforms that are really pushing video recently and these are great platforms to get really good engagement.

Making your own content is also another way to keep your target audience engaged. People really enjoy seeing authentic content that doesn’t have that professional touch to it. This is always a good idea to have a theme on your social platforms to stick in your brands identify.

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